A recent survey of travellers to South America, which showed that less than 50% of them knew Santiago was the capital of Chile, has left tourists and branding experts calling for the City to do more to develop its international identity.
Paul, a traveller visiting the City for just 2 days during a trip to neighbouring Argentina, didn't have high expectations: "We only came because the Las Lenas ski resort in Argentina was unable to offer any skiing options. We'd been, rightly, told that the views on the bus over the Andes were stunning but I figured Santiago itself would be a pretty samey and possibly slighly run down City!"
Yet nestled in the foothills of the Andes Santiago is booming and is now arguably one of the top destinations on the continent. Chile's uniquely 'Jalapeno' shape means the City is both a short drive from ski resorts to the East and from coastal villages to the West.
"We didn't really know much about the City and didn't even get a chance to read a guidebook until we found a bookshop at lunch," commented marketing and branding expert Jerry Daykin. "In fact we spent the morning walking through a rather dismal downtown looking at slightly generic churches."
"The fennicular railway up the city's central mount was a literal high point of the day and the town's infamous smog gave way long enough for some good views. The cafe lined streets at the foot of the hill were pleasantly fresh and full of life."
Yet away from the traditional tourist downtown area, and old financial centre, Santiago is booming with contemporary high-rise blocks, shopping streets and modern restaurants which bring traditional cuisine back to life.
"The town already has some new signage up marking the country's own 200th anniversary in 2010 so here's hoping their tourist office is taking their branding and marketing challenge seriously." Jerry revealed.
"It might still be a slight overstatement to call it Latin America's New York but who wouldn't want to visit a town with a "Jerry's" fast food franchise?
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